International Journal of Internet, Broadcasting and Communication

The Institute of Internet, Broadcasting and Communication (한국인터넷방송통신학회)
권호 표지
DOI QR코드

DOI QR Code

Consumer Purchasing Decisions on Sustainable Products in Advertising: The Interplay of Message Appeals and Agency-Communion Orientations

  • Taemin Kim (Department of Media and Communication, Incheon National University) ;
  • Jeesun Kim (Department of Media and Communication, Incheon National University)
  • Received : 2024.04.04
  • Accepted : 2024.04.23
  • Published : 2024.05.31
Download PDF
⟨ Previous Next ⟩

Abstract

Both message appeals and individual characteristics can influence the effectiveness of sustainable product promotions. Applying the agency-communion orientation to the advertising message research context, this study examined the interplay between message appeals and agency-communication orientations in impacting purchase intentions. The findings from a 2 (message appeal: self-interest vs. public-interest message) × 2 (motivational orientation: agency vs. communion) experiment revealed a communion-over-agency effect on consumer purchasing decisions for public-interest message appeals. In the self-interest message condition, we found no statistically significant difference in impact between agency and communion on purchase intentions. In short, we contribute to advertising effectiveness research by showing that agency-communion orientations moderate the effect of message appeals. We also explain the practical implications of these findings for effective sustainable communication in advertisements based on individuals' motivational orientations.

Keywords

Acknowledgement

This work was supported by the Incheon National University Research Grant in 2021.

References

  1. Lee, E. "Effect of Sustainable Luxury Message Framing on Brand Evaluations." The International Journal of Internet, Broadcasting and Communication, Vol.16, No.1, pp. 1-10, DOI: http://doi.org/10.7236/IJIBC.2024.16.1.1, Feb. 2024.
  2. Green, T. and J. Peloza, "Finding the right shade of green: The effect of advertising appeal type on environmentally friendly consumption." Journal of advertising, Vol.43, No.2, pp. 128-141, DOI: https://doi.org/10.1080/00913367.2013.834805, Apr. 2024.
  3. Kurt, D. and J. Frimer, "Agency and communion as a framework to understand consumer behavior." The Cambridge handbook of consumer psychology, pp. 446-475, DOI: https://psycnet.apa.org/doi/10.1017/CBO9781107706552.017, Sep. 2015.
  4. Jaeger, A. K. and A. Weber, "Can you believe it? The effects of benefit type versus construal level on advertisement credibility and purchase intention for organic food." Journal of Cleaner Production, Vol.257, DOI: https://doi.org/10.1016/j.jclepro.2020.120543, Jun. 2020.
  5. Zhang, X. and F. Dong, "Why do consumers make green purchase decisions? Insights from a systematic review." International journal of environmental research and public health, Vol.17, No.18, DOI: https://doi.org/10.3390/ijerph17186607, Sep. 2020.
  6. Grimmer, M. and M. Woolley, "Green marketing messages and consumers' purchase intentions: Promoting personal versus environmental benefits." Journal of Marketing Communications, Vol.20, No.4, pp. 231-250, DOI: https://doi.org/10.1080/13527266.2012.684065, Dec. 2014.
  7. Tanner, C. and S. Wolfing Kast, "Promoting sustainable consumption: Determinants of green purchases by Swiss consumers." Psychology & marketing, Vol.20, No.10, pp. 883-902, DOI: https://doi.org/10.1002/mar.10101, Sep. 2003.
  8. Royne, M. B., J. Martinez, J. Oakley, and A. K. Fox, "The effectiveness of benefit type and price endings in green advertising." Journal of Advertising, Vol.41, No.4, pp. 85-102, DOI: https://doi.org/10.1080/00913367.2012.10672459, Dec. 2012.
  9. De Pelsmacker, P., L. Driesen, and G. Rayp, "Do consumers care about ethics? Willingness to pay for fair-trade coffee." Journal of consumer affairs, Vol.39, No.2, pp. 363-385, DOI: https://doi.org/10.1111/j.1745-6606.2005.00019.x, Sep. 2005,
  10. Hutton, R. B. and F. Markley, "The Effects of Incentives on Environment-Friendly Behaviors: A Case Study." Advances in Consumer Research, Vol.18, No.1., pp. 697-702, Mar. 1991.
  11. Holmes, J. G., D. T. Miller, and M. J. Lerner, "Committing altruism under the cloak of self-interest: The exchange fiction." Journal of experimental social psychology, Vol.38, No.2, pp. 144-151, DOI: https://psycnet.apa.org/doi/10.1006/jesp.2001.1494, Jun. 2002.
  12. Siuki, H. and C. M. Webster, "Social good or self-interest: Incentivizing consumer social media engagement behaviour for health messages." Psychology & Marketing, Vol.38, No.8, pp. 1293-1313, DOI: https://doi.org/10.1002/mar.21517, Jun. 2021.
  13. White, K. and J. Peloza, "Self-benefit versus other-benefit marketing appeals: Their effectiveness in generating charitable support." Journal of Marketing, Vol.73, No.4, pp. 109-124, DOI: https://doi.org/10.1509/jmkg.73.4.109, Dec. 2009.
  14. Kurt, D., J. J. Inman, and J. J. Argo, "The influence of friends on consumer spending: The role of agency-communion orientation and self-monitoring." Journal of Marketing Research, Vol.48, No.4, pp.741-754, DOI: https://doi.org/10.1509/jmkr.48.4.741, Aug. 2011.
  15. Bakan, D. "The duality of human existence: An essay on psychology and religion." Rand McNally, 1966
  16. Villanueva, C. M., M. Garfi, C. Mila, S. Olmos, I. Ferrer, and C. Tonne, "Health and environmental impacts of drinking water choices in Barcelona, Spain: A modelling study." Science of the Total Environment, Vol.795, No.3, 148884, DOI: http://dx.doi.org/10.1016/j.scitotenv.2021.148884, Jul. 2021.
  17. Van der Linden, S. "The social-psychological determinants of climate change risk perceptions: Towards a comprehensive model." Journal of Environmental Psychology, Vol.41, pp.112-124, DOI: http://dx.doi.org/10.1016/j.jenvp.2014.11.012, Mar. 2015.
  18. Martins, J., C. Costa, T. Oliveira, R. Goncalves, and F. Branco, "How smartphone advertising influences consumers' purchase intention." Journal of Business Research, Vol.94, No.2, pp. 378-387, DOI: http://dx.doi.org/10.1016/j.jbusres.2017.12.047, Jan. 2019.